Humira Highlights the Patient Journey With Live Art
Using technology, live art and a tactile engagement, pharmaceutical brand Humira at the EULAR Show (Annual European Congress of Rheumatology) delivered patient-focused content in different learning styles.
It began with the 16-foot by 16-foot Living Wall covered with plum colored calla lilies—one for every 100 of the 980,000 patients currently using the drug. In a virtual reality zone, attendees viewed content about the technologies involved in the drug’s manufacturing process, as well as showcases of the everyday lives of patients. Booth staff carried iPads loaded with VR teasers to initiate conversations with attendees, and sales reps used them, too. A local artist was commissioned to create three panels representing the journey taken by three key types of patients. The artist interacted with attendees in the space by asking scripted questions, with answers incorporated into the installation. At the end of the show, each piece of art work was framed and given to local affiliate offices of AbbVie, maker of Humira.
The booth received 20,000 visits, 2,900-plus return visits, and resulted in an average 14-minute engagement time per visit.